Amadeus brings AI-powered pricing to SAS for optimal fare pricing

The carrier has already seen an average revenue increase of 3%

Scandinavian Airlines (SAS) has revealed it has selected Amadeus to help it to optimise its pricing through the deployment of Amadeus Air Pricing Optimisation (AAPO) across the airline’s entire network. 

Powered by AI and real-time data, AAPO has already generated an average revenue increase of more than 3% in initial markets where SAS implemented the solution on its website and NDC-enabled channels. 

This AI-powered solution creates a more transparent and consistent pricing experience for travellers, with airfare prices able to be adjusted smoothly and continuously in response to demand without the need for refiling fares.

Erik Westman, chief revenue officer of SAS, said: “At SAS, we have a vision to deliver an optimal experience for all our passengers, one that feels smooth and flexible across the shopping and booking journey. Implementing AAPO is part of that ambition, ultimately helping strengthen customer satisfaction, improve commercial performance, and advance our broader retail transformation goals.”

Maher Koubaa, executive vice president of travel unit and managing director EMEA, Amadeus said: “With Amadeus Air Pricing Optimization, SAS can deliver more continuous and contextual pricing, moving away from rigid booking classes, reinforcing traveller confidence while optimizing revenue performance.”

“With our foundation as a system of record, our deep integration across the industry, and our ability to run at production scale, supported by strong governance through our AI Office and strategic partnerships, we are helping the industry embrace AI with integrity and trust."